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Food characteristics like appearance and color, which are delicate parameters during food processing, are important determinants of product acceptance because of the growing trend toward more diverse and healthier diets worldwide, as well as the increase in population and its effects on food consumption. Cold plasma (CP), as a novel technology, has marked a new trend in agriculture and food processing due to the various advantages of meeting both the physicochemical and nutritional characteristics of food products with minimal changes in physical, chemical, nutritional, and sensorial properties. CP processing has a positive impact on food quality, including the preservation of natural food pigments. This article describes the influence of CP on natural food pigments and color changes in vegetables and fruits. Attributes of natural pigments, such as carotenoids, chlorophyll, anthocyanin, betalain, and myoglobin, are presented. In addition, the characteristics and mechanisms of CP processes were studied, and the effect of CP on mentioned pigments was investigated in recent literature, showing that the use of CP technology led to better preservation of pigments, improving their preservation and extraction yield. While certain modest and undesirable changes in color are documented, overall, the exposure of most food items to CP resulted in minor loss and even beneficial influence on color. More study is needed since not all elements of CP treatment are currently understood. The negative and positive effects of CP on natural food pigments in various products are discussed in this review. [ABSTRACT FROM AUTHOR]